Pengaruh Service Quality dan E-Wom Terhadap Purchase Intention pada Coffee Shop Logaritma Garut

Cecep Irpan Mudzakir; Fitrin Rawati Suganda; Hilman Rismanto

doi:10.32659/tsj.v11i2.622

Authors

Cecep Irpan Mudzakir Universitas Garut, Indonesia
Fitrin Rawati Suganda Universitas Garut, Indonesia
Hilman Rismanto Universitas Garut, Indonesia

DOI:

https://doi.org/10.32659/tsj.v11i2.622

Keywords:

Service Quality, E-WOM, Purchase Intention

Abstract

This study aims to analyze the influence of service quality and electronic word of mouth (e-WOM) on purchase intention at Coffee Shop Logaritma Garut. The research employed a quantitative method with descriptive and associative approaches. Primary data were collected through questionnaires distributed to 140 consumers of Coffee Shop Logaritma Garut. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The descriptive analysis results indicate that service quality, e-WOM, and purchase intention were all categorized as poor. The SEM-PLS results show that service quality has a positive and significant effect on purchase intention, with a path coefficient of 0.359 and a p-value of 0.000. In addition, e-WOM also has a positive and significant effect on purchase intention, with a path coefficient of 0.491 and a p-value of 0.000. The R-Square value of 0.426 indicates that service quality and e-WOM explain 42.6% of the variance in purchase intention, while the remaining 57.4% is explained by other variables outside the scope of this study. These findings suggest that improving service quality and strengthening electronic word-of-mouth communication are essential to enhance consumers' purchase intention at Coffee Shop Logaritma Garut.

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